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Sombreros and Motorcycles in a Newer SouthThe Politics of Aesthetics in South Carolina's Tourism Industry$
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P. Nicole King

Print publication date: 2012

Print ISBN-13: 9781617032516

Published to University Press of Mississippi: March 2014

DOI: 10.14325/mississippi/9781617032516.001.0001

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Behind the Neon Sombrero

Behind the Neon Sombrero

Alan Schafer’s South of the Border, 1949–2001

(p.44) (p.45) Chapter Two Behind the Neon Sombrero
Sombreros and Motorcycles in a Newer South

P. Nicole King

University Press of Mississippi

This chapter presents the story of Alan Schafer, South of the Border’s controversial owner. The tale of South of the Border is mainly Schafer’s story, because he obtained the power to construct the physical and rhetorical space of his tourist empire through his innovative business practices, accrued wealth, and political connections. South of the Border exemplified trends in mid-century American roadside culture and tourism, such as bright billboards, gigantic designs, and “modern” attractions.

Keywords:   Alan Schafer, South of the Border, South Carolina, tourist attractions, tourism, roadside culture

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